Lesson #1: Notice how the supplier is convincing the shopkeeper to purchase his stuff, not by telling him that his stuff is cheaper or better than others. His argument is completely around the business value for the shopkeeper.

Shopkeeper: Theek hai, yahan rakh do, main shaam tak laga deta hoon.( Ok, keep them here, I will display it later in the day. )

Lesson #2: And now that he has his client, he up-sells another product that he has. Notice how he never engages in a discussion around whether the shopkeeper needs it or not. He simply relies on the trust he has established to tag it along.

Shopkeeper: Accha, apna naam aur phone number batao. Aur kuch chahiye hoga to main call kar doonga.( Give me your name and phone number. I will call you if I need more. )

Lesson #3: Here, he says something so unique and sticky that the shopkeeper will never forget it. This is the kind of “brand recall” that marketers aspire for. I can bet that the shopkeeper will never forget him and he will be the first person that comes to mind with Rakhi.

And he goes on to actually write his name as “Gareeb Aadmi Wagon R Wala” with his real name in parenthesis and then leaves.

I wonder how online product managers sometimes focus too much on building a neat product and forget these basics. The same principles apply equally well to the “flow design” and “funnel analysis” of any online product.